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NAPF to widen membership with rebrand

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The NAPF is to rebrand as the Pensions and Lifetime Savings Association, chief executive Joanne Segars has announced.

Speaking at the NAPF Annual conference in Manchester, Segars described the change as “an exciting new period” in the trade body’s 90 year history which will allow it to expand its membership.

She told the audience: “We’ll still do what we’ve always done – help schemes help their members save confidently for retirement – but our new identity allows us to share our knowledge and expertise directly and readily with more schemes and more savers.

“Of course, we couldn’t do this without the support of our existing members who have encouraged us to be bold and do more. And as we build on our new identity you’ll see us embrace a wider membership and turn our skills and attention to the several ways in which people build up their lifetime savings so we can help them achieve a better income in retirement.”

The NAPF argues that the new brand will better reflect the need to look beyond pensions in the savings landscape, with a growing role for property and ISAs in addition to private and state pensions. As a result the organisation’s lobbying and policy work will now extend beyond pensions.

The trade body says that it will also engage directly with consumers more regularly, as well as seeking to speak on their behalf.

Costs of the rebrand are being kept confidential.

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